The Instant Need to Shop
(2022) SMMM40 20221Department of Service Studies
- Abstract
- Abstract
Title: The Instant need to shop - A qualitative study mapping out retailers perception of instant shopping
Course: SMMM40, Service Management: Master’s (Two Years) Thesis (Spring 2022)
Authors: Louise Borg & Siri Lindgren
Supervisor: Devrim Umut Aslan
Date of submission: 2022-05-17
Key words: Instant shopping, Instagram, technology adaptation, retailer-consumer encounter, digital shopping channels, social media, retail industry
Aim and research questions: The aim of the study is to examine and get an in-depth understanding of retailers' perception and usage of shopping on social media in relation to consumers and technology adaptation. The research questions for the study is:
How do retailers adapt to and use... (More) - Abstract
Title: The Instant need to shop - A qualitative study mapping out retailers perception of instant shopping
Course: SMMM40, Service Management: Master’s (Two Years) Thesis (Spring 2022)
Authors: Louise Borg & Siri Lindgren
Supervisor: Devrim Umut Aslan
Date of submission: 2022-05-17
Key words: Instant shopping, Instagram, technology adaptation, retailer-consumer encounter, digital shopping channels, social media, retail industry
Aim and research questions: The aim of the study is to examine and get an in-depth understanding of retailers' perception and usage of shopping on social media in relation to consumers and technology adaptation. The research questions for the study is:
How do retailers adapt to and use instant shopping?
How do retailers perceive the encounter with consumers through instant shopping?
Theoretical framework: The theoretical framework that has been applied in the study are technology adaptation, technology acceptance model (TAM) and retailer-consumer interface.
Methodology: A qualitative multiple case study has been conducted with an abductive research approach. The data which the analysis is based on has been collected through semi-structured interviews and netnography.
Empirical results and analysis: The findings show a positive attitude towards the acceptance and adaptation of instant shopping. Its usage is influenced by the preconception of the social media platform and its ease of use. In relation to the retailer-consumer interface, retailers perceive changes in communication regarding instant shopping's possibility to create inspirational content and directly communicate with consumers. Changes in the retailscape have been found and it shows new ways to conduct product presentations and integrate consumers in content production.
Conclusions: As a conclusion, this thesis has shown shopping on social media’s impact on retailers and how they adapt to and use new technologies. Furthermore, it is concluded that shopping on social media provides retailers with the possibility of a constant presence during the entire buying process and how it has shortened the consumer journey. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9093951
- author
- Lindgren, Siri LU and Borg, Louise LU
- supervisor
- organization
- alternative title
- A qualitative study mapping out retailers perception of instant shopping
- course
- SMMM40 20221
- year
- 2022
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Instant shopping, Instagram, technology adaptation, retailer-consumer encounter, digital shopping channels, social media, retail industry
- language
- English
- id
- 9093951
- date added to LUP
- 2022-07-21 09:13:44
- date last changed
- 2022-07-21 09:13:44
@misc{9093951,
abstract = {{Abstract
Title: The Instant need to shop - A qualitative study mapping out retailers perception of instant shopping
Course: SMMM40, Service Management: Master’s (Two Years) Thesis (Spring 2022)
Authors: Louise Borg & Siri Lindgren
Supervisor: Devrim Umut Aslan
Date of submission: 2022-05-17
Key words: Instant shopping, Instagram, technology adaptation, retailer-consumer encounter, digital shopping channels, social media, retail industry
Aim and research questions: The aim of the study is to examine and get an in-depth understanding of retailers' perception and usage of shopping on social media in relation to consumers and technology adaptation. The research questions for the study is:
How do retailers adapt to and use instant shopping?
How do retailers perceive the encounter with consumers through instant shopping?
Theoretical framework: The theoretical framework that has been applied in the study are technology adaptation, technology acceptance model (TAM) and retailer-consumer interface.
Methodology: A qualitative multiple case study has been conducted with an abductive research approach. The data which the analysis is based on has been collected through semi-structured interviews and netnography.
Empirical results and analysis: The findings show a positive attitude towards the acceptance and adaptation of instant shopping. Its usage is influenced by the preconception of the social media platform and its ease of use. In relation to the retailer-consumer interface, retailers perceive changes in communication regarding instant shopping's possibility to create inspirational content and directly communicate with consumers. Changes in the retailscape have been found and it shows new ways to conduct product presentations and integrate consumers in content production.
Conclusions: As a conclusion, this thesis has shown shopping on social media’s impact on retailers and how they adapt to and use new technologies. Furthermore, it is concluded that shopping on social media provides retailers with the possibility of a constant presence during the entire buying process and how it has shortened the consumer journey.}},
author = {{Lindgren, Siri and Borg, Louise}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Instant Need to Shop}},
year = {{2022}},
}